PRINCIPLES OF ADVERTISING

By the end of the course, the learner should be able to:1.  Define and explain key concepts in the study of advertising2.  Trace the historical origins of the study of advertising3.  Distinguish between advertising and other marketing tools like promotion, public relations, publicity, and branding.4.  Discuss the different forms and categories of advertising5.  Discuss the steps followed in the development of an advertisement.6.  Demonstrate the skill and ability to conceptualize and develop adverting copy for all media forms.7.  Demonstrate the ability to determine quality advertising